North Wales could see a surge in tourism through a bid to capitalise on the legend of Prince Madoc who according to folklore discovered America, say a business group.

According to Welsh mythology the adventurer prince sailed from Rhos-on-Sea in 1170, on a ship built in Abergele, and ended up in Mobile Bay in Alabama, three centuries before Columbus crossed the Atlantic.

It means North Wales could follow the lead of Iceland - presently enjoying its highest-ever visitor numbers - as Americans and Canadians make the trek to see where, according to Norse sagas, Lief Erikson set sail for the New World.

Archaeological digs recently proved that the tales were true and Vikings had settled in North America in the 10th century.

Queen Elizabeth I reputedly used the legend, detailed in a poem, as the basis of her claim against Spain that Britain should rule America.

Now Colwyn BID, the business enterprise tasked with bringing more visitors to the area, has thrown its support behind promoting the story of the voyages of Prince Madoc and his brother Rhiryd - sailing the Atlantic at least four times.

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BID may also use its own funds to promote the Madoc legend - with the possibility of a modern bandstand on Rhos promenade in the shape of Prince Madoc’s ship Gwennan Gorn already discussed.

Anna said: “We are fully supportive of the idea to promote the story of Prince Madoc in Rhos-on-Sea.

“We need to tap into this legendary tale to attract visitors from far and wide.

“It’s a unique selling point for the area and something that should be marketed much more than it currently is.

“There is an opportunity here to bring in more tourists, particularly from America where we have a link through the story of Prince Madoc, and that can only benefit our businesses.

“Hopefully we can get more organisations and stakeholders on board so we can all work together to find the best way of promoting the legend of Prince Madoc and the possibility that he discovered North America.”

Mobile has a Madoc Society and the influential US heritage movement The Daughters of the American Revolution laid a memorial plaque in the town in 1953, marking the spot where he reputedly landed, with a twin stone also laid in Rhos.

The American plaque was recently restored and moved to a more prominent spot, following a petition by Americans with Welsh heritage.

It reads: ”In memory of Prince Madoc, a Welsh explorer, who landed on the shores of Mobile Bay in 1170 and left behind, with the Indians, the Welsh language.”

Parts of a 1,000-year-old quay were found during excavations at a house called Odstone, between Penrhyn Bay and Rhos, discounting claims that the seafront was too shallow for an ocean-going ship to set sail.

Conwy county councillor Roger Parry and local historian Graham Roberts believe the story of Madoc’s epic voyage is “feasible” - though they discredit tales of Welsh-speaking Mandan Indians - and that the seaside village should be promoting it to attract more visitors.